Couldn’t agree more. At a time we’ve all shifted to “protection mode”, we need to present our brands with empathy and transparency.
“The nuances of brand voice are more delicate than ever. Brands that use this time to be commercially exploitative will not fare well. Better to do as Guinness did in the period surrounding St. Patrick’s Day, when the company shifted its focus away from celebrations and pub gatherings and instead leaned into a message of longevity and wellbeing. In these moments, we don’t have all the answers, and we need to acknowledge that. If you make pledges, even during uncertain times, you have to be able to deliver on what you say.”
#brandingthrucovidcrisis #hbr #janetbalis